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Popular Soap Brand Dove Apologizes After Deploying Facebook Ad Seen As Racist

There’s tone deaf…and then there’s tone deaf.

This, clearly, was the latter.

The iconic soap maker Dove has found itself in some rather hot water after deploying a Facebook ad that was almost universally seen as racist, particularly given today’s social sensibilities.


As reported by The Christian Post, the ad, posted Saturday, was created on behalf of a new campaign for the company’s body wash, and shows a black woman using the product, removing her brown shirt, and magically transforming into a white woman.


The ad has long since been removed, of course. In a statement on its Facebook page, Dove said, “Dove is committed to representing the beauty of diversity. In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused. The feedback that has been shared is important to us and we'll use it to guide us in the future.”

Dove was, of course, raked over the coals on social media for the bizarre suggestion made by the ad.

One comment made on the company’s Facebook page asked, “What exactly were yall going for?” and went on to inquire, “What was the mark ... I mean anyone with eyes can see how offensive this is. Not one person on your staff objected to this?”

That remains a great point in cases such as this. When companies like Dove engage in ad campaigns, there is a great deal of discussion, a great deal of back-and-forth that takes place before the ad is actually displayed to the public. As the above, noted commenter incredulously asked, “Not one person on your staff objected to this?”

Apparently not.

By Robert G. Yetman, Jr. Editor At Large